The South African Advertising Research Foundation (SAARF) has released the results of its latest AMPS survey. Michael Bratt attended the presentation to find out how different types of South African media fared.
The report was disappointing, in that there were not many drastic moves in any of the different types of media. But this can be seen as a good thing, as media titles and sectors have remained consistent.
Daily Sun and Sowetan hit hard
While there was no significant change in overall newspaper readership or weekly newspaper readership, daily newspaper readership took a big knock. This was particularly prevalent in the Western Cape and Limpopo. In almost all categories of media, the two provinces proved troublesome. SAARF credited events in those two provinces, including political unrest, protest action, the defacing of statues and fires as contributing factors to distribution being disrupted.
The two publications hardest hit in the two provinces were Daily Sun and Sowetan. Other highlights in the newspaper section included Sunday Times, which saw an increase in most provinces except Durban, a significant decrease for Rapport, particularly in Cape Town, and Soccer Laduma, whose readership remained consistent with good growth coming from the Reef.
Magazines show a mixed bag
A slight downward trend was recorded in overall magazine readership, with a mix of ups and downs in the different provinces. The most popular type of magazines continues to be family, followed by entertainment and then women’s interest titles. Big trends in the space saw Drum seeing growth in readers, particularly on the Reef, Bona significantly down in Limpopo and among the 50+ age group, and YOU and Huisgenoot both dipping slightly. In the entertainment magazine sector, DStv recorded a drop, particularly in Durban, Pretoria and on the Reef. But this does not reflect the 8% increase in subscribers that DStv has seen. Most magazines reflected a stable readership.
e.tv losing ground
While most television viewing was comparable to previous levels, e.tv is the broadcaster worst off. Drops in Western Cape, KwaZulu-Natal and Limpopo all contributed to a decline in viewership numbers. SABC 1 also struggled in Western Cape and Limpopo. On the contrary DStv posted a rise, boosted by Cape Town and the rest of the Western Cape in particular. While viewership of community TV stations was down slightly, the levels of most stations was consistent.
Limpopo and Western Cape strike again
While total radio listenership remained at a stable level, it was sharply down in Western Cape and Limpopo. 5FM was down slightly, while Lesedi FM was up slightly but there were no significant changes in any of the PBS/national stations. SAARF noted that significantly in the radio sector, listenership via cellphone is still in a growth phase; 40.6% of respondents listened to radio via their mobile phones but SAARF believes that number will continue to rise.
Street pole advertising on the decline
In terms of the out of home (OOH) space, there was a significant decline in advertisements on street poles. Yet despite the drop, it is still the number one OOH offering, followed by minibus taxis, billboards, litterbins and buses.
Rich stopping cinema trips
A slight downward trend was noted in total cinema attendance, particularly in LSM 9-10.
The future of media?
SAARF indicated that cellphone access has nearly reached saturation level. Smartphone usage is up significantly, particularly in the LSM 5-7 and 8-10 groups. However, the majority of LSM 1-4 people still don’t have access to a smartphone. Vodacom remains the preferred cell phone network, followed by MTN and Cell C. Despite a decline, Nokia remains the top preferred cellphone make, ahead of Samsung and BlackBerry. iPhone still remains very small.
Internet usage has risen significantly, with a third of South African adults accessing the internet daily. Social media usage has also continued to grow, with Facebook retaining the top spot. SAARF revealed a very interesting fact that almost one in three adults actively engages with a medium due to a comment on social media. The reading of newspapers and magazines online increased significantly.
Other trends with SA adults
LSM groups remain stable with upward movement seen, particularly from the 1-4 and 5-7 groups. Average household income is growing ahead of CPI. Education levels and work status remain in line with previous trends. Outsurance holds top spot in the share of short term insurance companies, ahead of Santam and Auto & General. Shoprite beat out Pick n Pay and Spar for the biggest share of food and grocery shoppers. Mr. Price claimed top spot in the share of clothing shoppers, followed by Jet and Edgars.
Follow Michael Bratt on Twitter @michaelbratt8
